1 11 emc restricted confidential customer satisfaction process @ emc
TRANSCRIPT
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Agenda
EMC – Company profile
The CSAT Bureau
Periodic / Event Surveys
Walker information
Satmetrix
The SmartLoyalty application
Conclusions
Q & A
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EMC Corporation Profile
Leader in products, services, solutions for information storage & management.
Provide more efficient ways to manage, protect, and share information.
We reduce cost & complexity of managing information as it changes value through the information lifecycle (ILM).
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Sample list of EMC customers
NTT Docomo – Japan – Telecommunications
Merril Lynch – U.S. - Financial Services
Glaxo Smithkline – Pharmaceuticals
Audi – Germany - Auto Manufacturing
BUPA – UK - Healthcare
Iron Mountain – U.S. – Data archiving
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Mission
Provide forums to acquire the following data worldwide:
Customer satisfaction
Customer relationship
Customer loyalty data
Direct user feedback of EMC products and support processes
EMC Customer Satisfaction Research Bureau
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What does the bureau do with the data?
Incorporate data into customer intelligence information
Provide guidance for EMC’s tactical and overall strategic goals.
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EMC Customer Satisfaction Surveys
Global EMC Customer Satisfaction Surveys Walker Information & Global Partners Indianapolis, Indiana 1999 – current
Customer Support Center Event Survey SatMetrix Santa Clara, California 1999 - current
CSAT Data Collected by Independent Organizations
Contracted for complete Global Survey administration Database management, independent interviewing, Data Analysis, and Reporting
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Customer Survey Methodology
Relational / LoyaltyAnnual - customers’ perception over time periodBroad in scope (shotgun) Total Customer/Vendor Relationship and Loyalty
Transactional / Event-drivenEvent-driven with tactical focus – ‘time’ a key factorDirected to the known ‘user’ (trip wire)Conduct detailed investigation of a single process / eventHighlights small changes in quality that may not be identified
in a relationship survey.
Target / ProductSpecific user population targeted (scoped rifle)Definitive performance measures Explicit product feedback
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EMC LOYALTY Model Hierarchy
Recommend EMCPurchase Additional Storage ProductsUse EMC PS Again
ValueOverall EMC Sat. Cost of OwnershipExpectation LevelCompany Images• Customer Focused• Industry Leader
Overall Measures(Attitudes)
Processes(Experiences)
BehavioralIntentionsProducts
SoftwareProfessional ServicesCustomer ServiceSalesSystems EngineersBilling/FinanceProblem Resolution
*Loyalty
Loyalty: Customer commitment and
likelihood to continue to use EMC
Attitudes
Customers’ Experiences with EMC
+ = Influence Future Behaviors Toward EMC Overall Perceptions of EMC
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Measure external and internal perspectives
Consistent processes
Proven market science models
Use independent research firms
Closed-loop follow up process
Information reporting up to executive level
Suite of performance measurement /
customer feedback programs
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EMC Customer Satisfaction Measurement Framework
Continuous Improvement Process
Corporate Communications
S t r a t e g I c S t r a t e g I c
Personal & Functional Accountability
Analysis&
Reporting
AccountSurvey
Response Data
EMC Account
Teams&
Corporate Functions
Account Detail Reporting
Follow Up Incident Management CloseClose
thetheLoopLoop
T A C T I C A L
Survey Data Collection
EMC Customer Phone
Internet
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Customer Satisfaction Survey Process Overview
Customer base identification Questionnaire & process development Invitation Customer survey interview Follow-up activities Summary / detail / analysis reports
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5-point Satisfaction Rating Scale
EMC :
Total Satisfied %
Total Dissatisfied %
EMC Customer Satisfaction Surveys
Respondent Evaluation Choices:
Very Satisfied
Satisfied
Somewhat Satisfied
Dissatisfied
Very Dissatisfied
SCP:
TOP BOX Measure
Satisfied or Better Mesure
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Comprehensive Satisfaction, Relationship, & Loyalty survey
Census of EMC customer base Global reach – 30+ countries Conducted semi-annually Telephone, in native language of contact Conducted by independent organization
Response: 70 - 75%
Overall company sat, loyalty, image, product, Sales, SE, PS, Billing, Customer Service
The PRIMARY MEASURE of EMC and Global Service
Global Customer Satisfaction SurveyPeriodic
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EMC Global Customer Satisfaction Survey
EMC Company Sat / QualityImagesLoyaltyEase of Doing Business
Intentions:Recommend EMCContinue to UsePurchase Additional
Cost / ValueDemographicsOpen-end Comments
Areas
Questionnaire Categories
Products / Platforms (BMT–Specific Measures)
Storage SoftwareSalesCustomer Service /
SupportProfessional ServicesBilling & Invoicing
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Customer Support Center Survey Transaction 3 days post Central Support engagement
Global, bi-weekly survey waves 2 Survey Targets:
External - end-user customerInternal – EMC rep (support intermediary)
WEB survey Conducted by independent organization
30%+ Response
Evaluations and feedback from recently closed Customer Support Center cases. Overall Sat, Timeliness, Skill, Resolution, eBusiness..
The PRIMARY MEASURE of EMC Customer Support
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EMC Customer Support Center Survey
Overall Satisfaction with the support EMC provided on this case
1. Time it took to obtain appropriate technical resource
2. Technical skill of support reps handling this case3. Professionalism of support reps handling this case4. Effectiveness of problem resolution5. Time it took for your problem to be resolved6. Sense of urgency EMC applied to this case 7. Timeliness of Updates received8. Overall Satisfaction with EMC PowerLink
Questionnaire Evaluation Attributes
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EMC Customer Satisfaction Survey
Event Surveys Tied to Performance Appraisal
Customer Support Center Event Survey
• All completed Customer surveys are emailed real-time to EMC Support Center Management upon submission
• Surveys forwarded to applicable Team Manager
• Team manager follows up with customer within one week and documents action items
• Each completed survey is held in employee’s personnel folder for use during performance evaluations
• The performance evaluations include a section on Customer Satisfaction where information about the surveys is reviewed
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SmartLoyaltyCustomer Intelligence Information at your Fingertips
Web-based solution by Walker Information
Provides global EMC users 24X7 direct access to: Survey contacts database – updateable by multiple EMC orgs
Survey results located in linked databases
Survey results reporting functions with query / mining tools
Follow Up posting and reporting
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Surrounding EMC customers with a suite of Listening Posts
GLOBAL CUSTOMER SATISFACTION RELATIONSHIP / LOYALTY Survey
(CSAT)
PRODUCT INSTALL QUALITY
PROFESSIONAL SERVICES / TSG
EMC / PARTNER SERVICE SUPPORT
CUSTOMER SUPPORT CENTER
PRODUCT SPECIFIC
GLOBAL ACCOUNTS INTERNAL- Operations performance
EMC
EXTERNAL - Company Comparative performance to competition